Competitive Landscape
Lego Group Leverages Cross-Generational Demand to Expand Its Lead
Traditional toys and games in the US remains moderately concentrated, with the competitive landscape becoming slightly more concentrated between 2020 and 2025. The leading five manufacturers, LEGO Group, Mattel Inc, Hasbro Inc, MGA Entertainment Inc, and Spin Master Ltd, collectively account for the clear majority of value share, with LEGO holding 14% in 2025, up from 9% in 2020.
Spin Master and Ravensburger Usa Inc Target Collectors and Learning-Led Play
Spin Master stands out as a notable gainer in 2025, driven by the expansion of its Ms. Rachel early-learning toy line and the continued success of the Melissa and Doug developmental portfolio, supported by strong marketing and influencer partnerships.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in USA?
- Which are the leading brands in Traditional Toys and Games in USA?
- How are products distributed in Traditional Toys and Games in USA?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in USA?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in the US - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Pokémon Drives Phygital Collecting, Sparking Renewed Value Growth
Lego Reimagines Construction, Capturing Adult Demand for Display Value
Melissa and Doug Anchors Screen-Free, Learning-Led Play for Families
Lego Anticipated to Target Adults with Premium Construction Sets to Drive Value Growth
Mattel and Hasbro Expected to Leverage Nostalgia and Licensing to Expand Cross-Generational Demand
Lego Group Leverages Cross-Generational Demand to Expand Its Lead
Spin Master and Ravensburger Usa Inc Target Collectors and Learning-Led Play
Amazon and Mass Merchants Capture Share as E-Commerce Outpaces Offline Retail
Experiential Retail and Cross-Brand Partnerships Attract Kidults and Collectors
Digital Integration Anchors Repeat Spending
Recent Innovation Highlights Cross-Generational Formats
Business Impact Reshapes Pricing and Channel Strategy
Toys and Games in the US - Industry Overview
2025 Developments
Key Data Insights
Lego and Pokémon Fuel Premium and Collector Demand
Adult Collectors and Digital Platforms Reshape Value Growth
Nintendo and Sony Anticipated to Accelerate Digital-First Strategies to Drive Value Growth
Pokémon and Lego Expected to Boost Premiumisation through Collector Engagement
Lego Group and Mattel Inc Drive Premium Gains as New Launches Reshape Leadership
Amazon and Dtc Brands Drive Online Dominance with Exclusive Releases
Social Commerce and "Retailtainment" Fuel Rapid Channel Evolution
Acquisition and Brand-Extension Strategies Drive Innovation
Scopely and Spin Master Exemplify Recent Product Moves
Business Impact Rebalances Share and Margins
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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